Ludovic de Saint Sernin Brand
Ludovic De Saint Sernin Relaunches Its Swimwear Line With A Spring Summer 2025 Campaign
Luxferity, 15.07.2025
This summer, Ludovic de Saint Sernin embarks on a spiritual return to a place of deep personal significance: Fire Island, the historic queer haven perched on New York state’s Atlantic coast. Here, the brand presents a campaign that celebrates the relaunch of its swimwear line, comprising an elevated reimagining of the emblematic Eyelet Brief and Thong, as well as a brand new Swim Short, studded with the brand’s trademark grommet lozenges.
Plissé - Ivory
Captured by Stuart Winecoff at 231 Bay Walk, the poetic image series captures the unbridled self-expression, raw eroticism and reverence for queer culture that fuels Ludovic de Saint Sernin. Sweat-licked bodies lounge side-by-side on pool decks; the scanty waistbands of swim thongs are teasingly tugged; yearning glances are exchanged in bathroom mirrors, across beachfront balustrades.
Plissé - Rose
The poignancy of de Saint Sernin’s relationship to the location is deepened by the fact that it was here in the hamlet of Fire Island Pines that the designer shot the brand’s very first imagery – the inaugural campaign for LdSS’s trademark underwear line, no less. The campaign also underscores the label’s intertwinement with the queer history of New York City and its surroundings, and its deep respect and admiration for its queer communities – as previously spotlit in the brand’s official collaboration with The Robert Mapplethorpe Foundation, presented during the AW24 edition of New York Fashion Week.
Plissé - Pearl White
A physical testament to this commitment comes in the form of a summer-long pop-up held at the Visitors Center, a hybrid concept space – comprising a gallery, store and soft-serve bar – run by the Queer Culture Arts Foundation (QCAF), a non-profit dedicated to preserving, supporting and celebrating queer culture and art. Running across the summer, the complete LdSS Swimwear collection will be physically exclusive to the pop-up, where it will feature alongside a directional curation of products and artworks by pioneering queer creatives. Online, the collection will be exclusively available via ludovicdesaintsernin.com.
Secret Alloy
“Ludovic de Saint Sernin’s return to Fire Island was both intimate and intentional. We chose 231 Bay Walk – the former home of our mentor, friend, collector and queer legend Gil Neary – as the setting for this collaboration. Gil helped shape the aesthetic and social spirit of Fire Island Pines in its most iconic era, serving as a gracious and giving host who taught countless newcomers what it means to truly live here. By situating the LdSS campaign within this home, we honoured a lineage of sensual elegance, erotic freedom and archival intention. It was a homecoming – for Ludovic, for Gil’s memory, and for a timeless Fire Island aesthetic where the body is art, and the future wears very little,” say Marc R. Christensen and Nicholas Ammaturo, co-founders of Queer Culture Arts Foundation.
Photon Sphere
Glacier Blue
Passage de Drake Sahara Sands
Mount Erebus Deep Blue Full Rose Gold 5N
Mount Erebus Deep Blue Rose Gold And Rubber
